Over the past year, brands, retailers and distributors have seen shoppers become more informed, selective and curious about what they purchase.
One of the biggest shifts has been the rise of sexual wellness, particularly among consumers who have been previously overlooked. Menopause-focused products, intimate care and self-care solutions are gaining momentum as conversations around sexual wellbeing become more open.
“Menopause is finally a conversation, not something that’s hush-hush,” said Kim Card, national sales manager for Lovehoney Group. “Consumers are hungry for education, insight and products that actually support this stage of life, from wellness to sleep and mood. Anything that helps vulva owners navigate these changes is getting a lot of attention.”
This move towards wellness is also expanding the role of pleasure products beyond traditional categories. Lubricants, bath and body products, and sensual self-care items are increasingly becoming part of everyday routines, helping brands reach consumers who may not have previously considered shopping within the category.
Rather than simply looking for generic solutions, shoppers are seeking products designed around particular needs. “One of the biggest shifts shaping the category is the growing demand for purpose-driven lubricants designed for specific experiences, devices and sensations,” said Timothy Ferencz, director of sales, North America, for JO.
Alongside wellness, creativity continues to reshape the way consumers experience pleasure. “Customers are hungry for innovation and are eager to experience entirely new forms of pleasure,” said Josh Ortiz, director of education and outreach for XR Brands. “We’re seeing growing demand for functionality that goes beyond traditional vibration, including thrusting, ejaculating, squirming, egg-laying and other immersive features.”
Multifunctionality is also proving popular, with consumers looking for products that offer greater versatility while remaining intuitive and accessible. “Consumers also love customisable settings, quieter motors and remote or app-controlled features, particularly for couples or long-distance play,” said Lupe Martinez, director of sales and marketing for CalExotics.
As products become more advanced, design has become just as important as performance, as today’s consumers want products that feel more approachable. “We’re seeing major growth in products that combine luxury aesthetics, approachable pricing and user-friendly functionality,” said Meghan Dunkel, sales manager for Nasstoys. “Consumers want products that feel modern, stylish and less intimidating, especially for newer shoppers entering the market.”
This focus on accessibility also extends to technology. Connected devices, app-based experiences and AI-powered tools continue to create new opportunities, but industry leaders believe adoption will depend on making these experiences easier for consumers to understand and use.
“The barrier to entry has historically been setup friction; as that improves, the category opens up enormously,” said Alicia Sinclair, founder and CEO of COTR. Ultimately, the next stage of growth will be driven by brands that combine innovation with education and trust.
Consumers are researching, asking more questions and expecting greater transparency before making purchasing decisions. “The brands winning in the next five years will be the ones that treat the sale as the beginning of the relationship, not the end,” said Sinclair.
